ReSource Pro - June IAC - Gamification

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ReSource Pro - June IAC - Gamification

  1. 1. Terms & Taxonomy • Actions–theactivitiespeopletakepartin,thedatapointsthatarecapturedfromthesystems,thebuildingblocksofthe behaviorchange/motivationsystemyouareiscreating. • Missions/Challenges–theconstructthatrewardsapersonfortakingoneormoreactions. • Points–awaytoassignvaluetodesiredactivities. Amechanismforearningasaresultofgoodbehavior. Oftenrewardedfor completingaMissionorChallenge. • Badges–avisualindicatorofachievement. OftenrewardedforcompletingaMissionorChallenge. • Icon–avisualsymbolthatisunderstoodbyemployeesataglance • On-boarding–leadinganemployeestep-by-stepthroughasysteminordertoteachthemhowtobeproficientatthe system. Learningbydoing. • Levels–indicatorsofstatus,Levelsarearesultofachievinglongermilestonesthanbadges,arerepresentedinahierarchical fashion,andareusuallybasedonanemployee’slifetimepointbalance. Generally,likealifetimepointbalance,levelsincrease overtimeandarenotimpactedbythespendingofpoints. • Leaderboards–alistpresentedtoemployeesthatshowswhichemployeesareleadingbasedonacertainmetric,suchaswho hasthemostpointsorwhohasdonethemostofadesiredactivity. • Rewards–Anythingthatanemployeeearnsorcanbepurchasedasaresultofpositiveengagementwiththeprogram • Intrinsic–rewardsthatappealtoyourirrationalself,thesethingsaremotivatingbasedonourhumandesireforMastery, Autonomy,Purpose,Progress,SocialConnection • Extrinsic–rewardsthatappealtoyourrationalmind,offeredasanexchangebasedusuallyonfinancialgainsuchasmoneyor stuff • Profile–centralizeddashboardthatcontainsalloftheartifactsofyoursuccesswiththeprogramsuchasPointbalance,Badges earned,Activityhistory,Level,Rewardsetc. Thesinglepointoftruthaboutwhatyou’veaccomplished.
  2. 2. Inthisfull-dayworkshopyou’lllearnthedetailsaboutsomeofthebuzz-wordsyou've beenhearing–suchas‘gamification’and‘bigdata.’ You’llbegivenstepsto successfullydesignamotivatingprogramwhetheryou’reinterestedinmotivating salesrepstobemoreefficientandeffectiveorenticingclientstoengagemore deeplywithyourproductsandservices. Thefull-dayagendawillinclude: OverviewPresentation Consumer&EnterpriseExamples Framework Break-outworkingsessions Wrap-uppresentations
  3. 3. BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION +
  4. 4. loyalty 3.0 BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION +
  5. 5. motivation
  6. 6. motivationWhat does mean to you?
  7. 7. Extrinsic
  8. 8. Choice Acquire Bond Defend Create Lawrence’s 4-Drive Model Courtesy of the Maritz Institute
  9. 9. The five intrinsic motivators. As defined in Loyalty 3.0 Progress
  10. 10. There’s a never ending supply of it, and whoever figures out how to harness that energy is going to win.” “Human motivation is like cold fusion for loyalty. Rajat Paharia Founder, Bunchball
  11. 11. loyalty 3.0 BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION +
  12. 12. BigData= Volume Velocity Variety Gartner’s 3Vs Model
  13. 13. Transactions
  14. 14. actionsInter
  15. 15. loyalty 3.0 BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION +
  16. 16. Gamification is the engine of Loyalty 3.0
  17. 17. ga∙mi∙fi∙ca∙tion [gay-muh-fi-kay-shuhn] Integrating game mechanics and dynamics into your digital experience to increase engagement, participation and retention.
  18. 18. Gamification is not
  19. 19. The Ten Key Mechanics Of Gamification 1. FastFeedback 2. Transparency 3. Goals 4. Badges 5. LevelingUp 6. Onboarding 7. Competition 8. Collaboration 9. Community 10. Points
  20. 20. BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION + The 5 Intrinsic Motivators: Autonomy Mastery Purpose Progress Social Gartner’s 3Vs: Volume Velocity Variety The 10 Key Gamification Mechanics: Fast Feedback Transparency Goals Badges Leveling Up Onboarding Competition Collaboration Community Points
  21. 21. ?
  22. 22. Gamification = Motivating People Through Data Motivating Better Performance Gamification captures the BIG DATA that: • Consumers • Partners • Employees generate as they interact with online experiences, and uses that data to create a more engaging experience and drive: • Better Performance • Better Business Results • Competitive Advantage LearningCollaborationService Online Experiences BIG DATA on User Activity
  23. 23. Gamification = Motivating People Through Data Motivating Better Performance • Reward and Recognize • Measure and Motivate • Reputation • Loyalty • Guiding & Amplifying High Value Activity LearningCollaborationService Online Experiences BIG DATA on User Activity
  24. 24. Motivating Better Performance LearningCollaborationService Online Experiences BIG DATA on User Activity A Thermometer measures A Thermostat regulates
  25. 25. Employees Consumers • Better Knowledge -> Better Outcomes • Speed to Proficiency • Improving Performance • Retain Top Talent (via Reputation) • Sales, Service, Training, Collaboration • Customer Community • Fan Engagement • Loyalty • Trial Conversion • Marketing • Co-Innovation • E-Commerce Gamification = Motivating People Through Data
  26. 26. Vision: The Connected Ecosystem Portal Content Intrane t .com University Bunchball (Measure, Message & Motivate) Platforms (Devices, social, partners) Marketing (Consistent messaging, campaigns, events…)
  27. 27. BEHAVIOR CHANGE HEALTH & WELLNESS Basis,HopeLab-Zamzee
  28. 28. Results! • 59%increaseinphysicalactivity • Doingpush-upsnon-stopfor45 min/week • Scrubbingfloorsfor3hrs/month • Chasingwildpigsfor6min/day • Impactpersistedforatleast6mos • Slowedgainin“bad”cholesterol • Helpedcontrolbloodsugarlevels
  29. 29. LEARNING Vmware,CourseHero,Adobe
  30. 30. LMS Journey Courses Welcome Widget 3. Course GHI 1. Course ABC Couse 2. Course DEF CTA CTA CTA STEP 1 Download! Course ABC STEP 2 Take Quiz! Course Content Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Video XYZ STEP 4 Take Quiz! STEP 3 Watch Video! Course ABC Quiz Answer 3 Answer 2 Answer 1 1. Quiz Question ABC CTA WOW! 100% STEP 5 Watch Video 2 Video XYZ Quiz Answer 3 Answer 2 Answer 1 1. Quiz Question ABC CTA WOW! 100% 1.0 2.0 3.0 4.0 5.0
  31. 31. Results: 21% course completion rate 44% better retention than other products 3x time on site 400% increase in social sharing
  32. 32. Customer loyalty drives profitability and growth Customer satisfaction drives customer loyalty Value drives customer satisfaction Employee productivity drives value Employee loyalty drives productivity Employee satisfaction drives loyalty Employee engagement drives employee satisfaction Putting the Service-Profit Chain to Work HBR OnPoint, 2000
  33. 33. SALES NitroforSalesforce
  34. 34. Top Motivators forSales Staff 1. Compensation 2. Internal Recognition 3. Competition
  35. 35. Activities vs. Outcomes • Q:IsitbettertomotivateActivities: • Entertitle,phoneandemailforeverycontact • Keepyourpipelineuptodate • Sharea“Win”story • orOutcomes? • Hit100%ofyourquotainthefirst6weeksofthequarter • Sellapackagethatincludeseveryproductinourportfolio • Close$1Millioninrenewalsthisquarter
  36. 36. TRAINING, SERVICE & SALES LiveOps
  37. 37. Improve training and performance for 20k Distributed Call Center Agents.
  38. 38. LiveOps – My Work Community GamificationElements: • Earnpointsbyhittingperformancegoals,completing certifications,andinteractingwiththecommunity • Applyforcertainopportunities,choiceofshift,etc. • Badgessignifyaccomplishedtrainingandperformancegoals • Profilepagesandleaderboardsshowagentswheretheystand
  39. 39. Results: 80% opt-in within 1 week of roll-out Reduced onboarding from 4 weeks to 14 hours Outperformed peers by 23% in avg call handle time Boosted customer sat by 9% 2011 CLO “Excellence in Social Learning” Awards
  40. 40. SALES & SERVICE TRAINING FordofCanada
  41. 41. Ford of Canada – The Ford p2p Cup • Trainsales and service reps across 450 dealerships • Goals: • Drivesitetraffic • Combatunder-utilizationofvaluableresources • Encourageinformalandformallearning • From“haveto”to“wantto”usep2pCup
  42. 42. Motivate dealer employees to improve sales effectiveness. 2010 2011
  43. 43. • Motivate learning, watching informational videos, downloading and consuming the latest product information, and taking web courses. • Participants can earn RPMs (points) and Gear Up (level up), work toward individual goals, earn badges that are visible in a trophy case, compete with their peers on leaderboards, work together to accomplish team goals, compete against other dealerships, and receive real-time feedback as they engage in desired behavior.
  44. 44. Ford of Canada – The Ford p2p Cup Results • A417%increaseinsiteusagevs.thesameperiodthepreviousyear • Withinthefirstthreemonthsoftheprogramthesiteexceededthe trafficvolumeoftheentirepreviousyear • ApositivecorrelationbetweenengagementintheFordp2pCupand keyperformancemeasuresincludingsalesandcustomersatisfaction • Increasedengagementbyyoungeraudiences,whichrepresented40% ofthetotalaudience,intheFordp2pCup • Anincreaseinvolunteerlearning–participantscompletingcourses aboveandbeyondwhattheywererequiredtodofortheirannual certificationrequirements • Amonthovermonthincreaseinengagementwiththeirprogramas wordofmouthspreadamongthesalesandservicecommunity
  45. 45. COLLABORATION & SERVICE T-Mobile
  46. 46. T-Mobile– T-Community Engagemore than30,000 frontlinerepresentativesso they can effectivelyrespondto customers’queries,even as the devicesthey sell and supportgrow more complex. • Goals: • Toprovidesuperiorcustomersupportandexpediteresolution rates • Tomotivatecustomercareandretailstorerepresentativesto makeT-Mobile’sonlinesocialbusinesscommunitytheirgo-to resourceforansweringcustomerquestions.
  47. 47. T-Mobile– T-Community Results • Participationincreased1,000percentinthefirstsixweeks. • Morethan15,000offrontlineemployeescompleteddifferentGetting Startedmissionsinthefirsttwoweeks—aradicaldeparturefromthe typicallylowadoptiontoself-guidedlearnings. • MembersweresoactiveandsoquicktoadopttheplatformthatT- Communityawarded187,000badgesinthefirstsixweeks. • “Likes”—thoseassessmentsofthehelpfulnessoraccuracyofa response—increasedastaggering6,000percent. • Mostimportantly,thisvibrantcommunityfacilitatedsuperior customersupport.Resolutionratesandcustomersatisfactionscores havesteadilyimprovedeachmonthsinceimplementinggamification.
  48. 48. CONSUMER FINANCIAL EDUCATION SunLifeCanada,Kapital
  49. 49. • ForemployeeswhohavetheirworkplaceretirementandsavingsplanwithSunLife. • WhatismoneyUP?http://www.youtube.com/watch?v=VPQMHT0nrNU • Increasedfinancialliteracyandconfidence Themissionsaredesignedtoincreaseemployees’knowledgeaboutsavingandinvestingforretirement. Andthey’requizzedateachleveltoensuretheirnewknowledgesticks. • Afriendlycompetition Asemployeescompletemissionsandmovethroughthelevels,theycompeteagainsttheircolleaguesby movinguptheLeaderBoard. • Earnmorebylearningmore Themoreemployeeslearnaboutsettingasidemoneyforretirement,thebetterthey’llgetatitandthe morethey’llsave. • Havesomefun! Withagametheme,amulti-mediaapproachtolearningandanabilitytosharewiththeirfriendson FacebookandTwitter,employeesareguaranteedtohavefunalongtheway. Site | Video
  50. 50. LOYALTY, MOBILE, SOCIAL, COMMERCE UrbanOutfitters
  51. 51. Year-over-Year Results: Voting increased by 236% Page views up 530% Downloads up 159% for MTV's mobile and tablet apps
  52. 52. Gary Ellis, VP International Digital @ Viacom: "Time spent increased, the overall engagement increased, and whether or not the activity happened on a PC, a smartphone or a tablet, everything connected to all the social networks and with each other. We absolutely want everything to be as integrated, shareable and connected as possible."
  53. 53. Results: 30% Increase in Overall Site Traffic 47% Increase In Online Merchandise Sales 130% Increase In Page Views 47% Increase In Return Visits
  54. 54. Lunch?
  55. 55. BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION + The 5 Intrinsic Motivators: Autonomy Mastery Purpose Progress Social Gartner’s 3Vs: Volume Velocity Variety The 10 Key Gamification Mechanics: Fast Feedback Transparency Goals Badges Leveling Up Onboarding Competition Collaboration Community Points
  56. 56. Engagement Time Autonomy Mastery Missions Progress Social Connection Loyalty 3.0
  57. 57. LoyaltyHabit  Reward Schedules  Groups & Teams  Increasing Effort  Moderate Value Rewards  Social Feedback  Sharing Milestones  Advanced Paths & Quests  Choice  Scarcity  Increased Time Pressure  Status & Reputation Rewards  Unlocks  Visual Cues  Fast Feedback  Early Wins  Tutorials  Personal Achievement  Exploration-focused  Disincentives Adoption Retention Mastery – Autonomy – Social Interaction Effort – Risk – Reward + Customer or Employee Lifecycle Alignment On-boarding Convert
  58. 58. Creating Your Program: Checklist How-toguidanceiskeyasweempowerBunchballclientstoexecute. Followthesestepstosuccessfullydesignamotivatingprogram:  ListGoals  HighlighttheObstacles  IdentifyActions(AssignValue,Difficultyetc.)  ChooseChallengeConcepts  PlanRewards  WeaveintothePresentationLayer  FollowRoll-outBestPractices  MeasureandOptimize Butfirst,weneedtomakesurewe’reallspeakingthesamelanguage…
  59. 59. Start with KPIs
  60. 60. IdentifyActions,AssignValue, Difficulty
  61. 61. Choose Challenge Concepts
  62. 62. Choose Challenge Concepts  Visual Cues  Fast Feedback  Early Wins  Tutorials  Exploration-focused  Single-Action Triggers (Moments)  Disincentives  Reward Schedules  Groups & Teams (Missions)  Increasing Effort  Social Feedback  Sharing Milestones  Advanced employee Paths & Quests  Choice  Scarcity  Increased Time Pressure  Status & Reputation Based Rewards  Unlocks
  63. 63. Thebestrewardsmixinagamifiedexperienceisonethatoffersawiderangeandvariety ofoptionsandincludesamixofredeemableandnon-redeemablerewards: • Status whereemployeesareheldupinarelevantcommunityoftheirpeers • Recognition&Appreciation amazingthepowerofasimple“Thanks,”eithersite- wideorwithinasmallergroup • Early&ExclusiveAccesspresentedtoemployeeforcompletionofspecific challenges,ratherthansimplybeingpresentedtotheentireemployeebaseandthe offersbecomericherthemoreactivetheemployeeisintheexperience. • Power&Abilitiesusuallyearnedforcontinuedengagement,havingprovenyoucan betrusted,asinthecaseofmoderatorprivileges.canalsoincludestatus-based offerings,theabilitytounlockspecialcontentonorearlyaccesstoupgradesornew producttrials. • Pro-Socialrewardsthatcanonlybegiventoothers. Plan Rewards
  64. 64. Plan Rewards (continued) • VirtualRewards(redeemable)–cantaketheformofdigitaldownloads,discounts, scarcedigitalgoods(ideallybrandorpartner-brandeditemsthatcanbedisplayedon theemployee’sprofileorsharedouttotheirsocialnets). • Surprise-and-Delight–cancomeintheformofbonuspointsoranyoftheabove types,butisnotexplicitlycommunicatedasavailableuntiltheemployeehas completedtherequisitebehaviors. Thisissupportedviathe“hidden-until-earned” capabilityofchallenges. • TangibleGoods(redeemable)–cantaketheformofphysicalgoods,partnergoods, giftcards… Thekeyistocreateacompellingmixofrewardsandtoincludeaheavypercentagethat havehighperceivedvalueandlowmonetaryvalue. Gamificationcanhelpprovidea highersenseofvalueforin-kindandvirtualrewardsbypresentingthemwithinthe framingoflevel-restrictedaccess,unlocks,scarcityandchallengecompletion. Andwhile itmayseemcounter-intuitive,employeeshaveshownaninclinationtoredeemfor virtualgoodswiththesamepointsthatcouldberedeemedfortangiblegoods.
  65. 65. Plan Rewards
  66. 66. Break
  67. 67. Use Case Decision Criteria • Whatisthebusinessinitiativethedeploymentsupports? • Howisthesuccessofthatbusinessinitiativemeasured? • Doyouhavetheabilitytoaccessthedatarequiredtotriggerrewardsforthe keyactivitiesinvolvedintheusecase? • Doyouhavetheabilitytoshowtheemployeecommunitytheirprogress towardtheirgoals? • CanyouisolatePhaseOnetooneroletypeand/orlocation? BestPracticeis tobeginsimpleandmoveintosomethingmorecomplexinaPhased approach. • Isthereareasonabletime-linefordeployment? Doesthisfitwithyour releaseschedule? • Areyouabletomeasuretheimpactoftheusecase?Aretherebaselinesor theabilitytoA/Btest?
  68. 68. Workshop 1: 7 Steps To Build Your Case
  69. 69. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  70. 70. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  71. 71. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  72. 72. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  73. 73. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  74. 74. KPI Definition 1. IncreasedAdoption&ContinuousEngagementofbusinesstools 2. Influenceandmotivatespecificbehaviorsimpactingenterprisesuccess • Increasedactivity • Fasteron-boarding Short-term adoption (Quick wins) Long-term engagement • Betterdataformanagementdecision-making(CRM) • Increasedcompliance(HCM) Significantly different business outcomes are driven by these measures… • Points,Goals,Competition • Mastery,Levelingup + Game Mechanics* *Most if not all of the 10 game mechanics can lead to increases in long term engagement when applied correctly, specifically Fast Feedback, Transparency & Goals. • Increasedpipeline • IncreasedUser-GeneratedContent • ProductivityIncrease • ProficiencyIncrease • Goalsrelatedtoleads&sharing • Newsfeeds,Community • Progress,Goals,Competition • LevelingUp • IncreaseSales(CRM) • Increasedcalldeflection(SocialCollaboration) • Decreasedtimetoresolution(CRM) • Highercustomersatisfaction(CRM)
  75. 75. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI gamification + KPIs = goal attainment
  76. 76. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  77. 77. Playing Field: Who can help you be successful?
  78. 78. The 7 Steps 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  79. 79. The 7 Steps – Complete! 1. Problem 2. Audience 3. Behaviors 4. KPIs 5. Mission Statement 6. Playing Field 7. ROI
  80. 80. The 7 Steps Become Your Business Case 5. MissionStatement 4. KPIs 7. ROI 6. Playing Field 1. Problem 2. Audience 3. Behaviors This willempoweryou to sell to internalstakeholders.
  81. 81. Creating Your Program: How-toguidanceiskeyasweempowerBunchballclientstoexecute. Followthesestepstosuccessfullydesignamotivatingprogram:  ListGoals  HighlighttheObstacles  IdentifyActions(AssignValue,Difficultyetc.)  ChooseChallengeConcepts  PlanRewards  WeaveintothePresentationLayer  FollowRoll-outBestPractices  MeasureandOptimize
  82. 82. FIN

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